How
do you drive young audiences to film? Bring in one of them to promote it.
That
is exactly what is happening in China, where pop star LuHan is at the center of
the promotional campaign for “Star Wars: The Force Awakens,” which opens there
on January 9th. Sound
Tree Entertainment chief Gregory James Blount says that this approach to
promotion is sure to attract young audiences to the new films.
On
Wednesday, the seventh installment of the Star Wars franchise passed the $750
million mark, making it the highest grossing film in history in North America,
passing “Avatar.” The previous mark was reached over seven months, and Star
Wars passed it in 20 days.
The
Star Wars brand was purchased by Disney a few years ago, and this film is the
first of what is expected to be a yearly release of films for the next six
years, with two more installments of the main Star Wars saga alternated with
three new anthology films that explore other stories within the broader Star
Wars universe.
